Agenda - Day 2

Explore how to cultivate a transformative growth philosophy by aligning marketing innovation with enterprise-wide objectives. Drawing from his experience as the first-ever CMO of Ameritas, Brent Korte will share strategies for leveraging digital transformation and cutting-edge technology to deliver measurable business results. Take back to your office strategies to:

• Develop a centralized marketing framework that integrates data science and customer insights to fuel revenue growth.
• Create a digital transformation roadmap to drive innovation and build strategic enterprise capabilities.
• Align branding, ESG, and DEI initiatives with corporate growth agendas to strengthen customer engagement.

Enrich marketing leadership to drive growth, innovation, and measurable success across your organization.

Explore how AI is reshaping the way consumers discover brands online. Source your plan of action by:

• Adapting to algorithm changes.
• Optimizing your search presence.
• Leveraging AI-driven insights.

Increase your brand’s visibility and discovery in an increasingly competitive search environment.

Discover how early adopters discern the most impactful business use cases, separating reality from hype and swiftly involving relevant internal stakeholders. Adopt best practices to:

• Navigate a use case from pilot setup to execution stage.
• Address privacy and bias concerns within internal teams and external customers.
• Identify opportunities to upskill your teams with AI-powered tools.

Optimize your AI capabilities to unlock new levels of efficiency, innovation, and competitive advantage in your marketing strategies.

A: THE SCIENCE OF MARKETING IMPACT
Connecting Marketing Efforts to Measurable Business Results

Led by Polis Pavlidis, Senior Director, Marketing Analytics & Data Science, Visa

B: BEYOND COOKIE-CUTTER COMMUNITY PROGRAMS
Positing Your Organization to Uniquely Enrich Communities and Differentiate Your Brand

Led by Stacy Kendall, Vice President of Marketing, Plumas Bank 

C: MARKETING BUDGET PLANNING
Benchmarking Marketing Investment in 2025

Led by Mary Griffin, Director, Growth Marketing, Silicon Valley Bank 

D: DOING MORE WITH LESS
Driving Impact with Lean Teams

Led by Kathryn Farthing, Director, Growth Marketing, MaxMyInterest 

E: AI TOOLS IN MARKETING
Unlocking the Full Potential of Your Marketing Efforts.

F: BEST TIPS ON META AND LINKEDIN MARKETING
What Can the Financial Services World Learn from Influencers?

G: SALES ENABLEMENT
Utilizing Workflow Automation and Leveraging AI to Enable Sales Teams to Focus on High-Impact Activities

Connect with the right consumers and drive adoption through a robust go-to-market strategy, partnerships, targeted marketing and consumer education. Key insights from this fireside chat will include:

• Crafting a go-to-market strategy that addresses financial complexity while earning consumer confidence.
• Working with a wide range of partners and targeted campaigns to connect with the right audience.
• Overcoming the challenge of building awareness and trust for a new product in select markets.

Bring a new or complex financial product to market with a strategic approach to build trust, educate customers and connect with the right audience.

Implement personalization capabilities to deliver unique experiences for your clients and prospects at scale. This session provides insights to help you develop a roadmap for personalization within your organization. Take back to your office strategies to:

• Assess the impact on your business setup and drive effective change management across multiple lines of business.
• Use existing data in a more compelling way to enhance personalization.
• Optimize the placement of tools and data in collaboration with IT to maximize their capabilities.

Master a roadmap for increasing personalization maturity in your organization to improve your digital experience.

Scale engaging digital experiences effectively through the right strategy and tools, while maintaining compliance and delivering meaningful connections. Future-proof your marketing efforts through practical tips on:

• Leveraging interactive content, webinars, and virtual events that connect with your audience and strengthen relationships.
• Scaling video and content creation with AI to maximize impact.
• Harnessing first-party data to optimize campaigns, improve content performance, and drive ROI.

Unlock the power of intelligent engagement to build stronger customer connections, improve marketing efficiency, and achieve scalable growth.

Develop precision and a deep understanding of how to allocate resources effectively to drive measurable results. This session will delve into the science behind budget allocation, media mix success, and marketing attribution to ensure your campaigns reach the right audience at the right time. You will walk away with actionable insights on:

• Evaluating and optimizing your media mix to maximize ROI and customer engagement.
• Leveraging advanced attribution techniques to measure the true impact of your campaigns.
• Aligning performance marketing strategies with broader organizational goals to achieve scalable success.

Harness performance marketing to create high-impact campaigns that deliver measurable business growth.

“You’re on mute.” We’ve all heard it too many times, but for financial marketers, it’s more than a Zoom issue — it’s a brand issue. Rigid brand control and compliance fears often “mute” your most authentic and impactful storytellers: your people. But here’s the truth: your team’s voices can confidently amplify your brand and stay compliant at the same time. This session will provide tangible advice to:

• Build a digital brand fueled by human-centric content.
• Empower your team to confidently share branded, compliant content.
• Equip your executive team with resources to elevate their digital personal brands to strengthen your organization’s reputation.

Encourage your team to bring their human voices to the forefront of your brand’s story and get ready to drop the mic.